This article, the third in a three-part series, demonstrates why it is useful to be able to measure the strength of existing habits and how to do so. View Summary

This article, the third in a three-part series, demonstrates why it is useful to be able to measure the strength of existing habits and how to do so.

It is useful to be able to measure habit strength to obtain a behavioural benchmark and to understand how hard we might need to work to shift an habitual behaviour.

The three main factors involved in measuring habits are how automatic a behaviour becomes, frequency of repetition and the context in which the habit occurs; other factors include the presence of a strong reward and how much the behaviour 'defines' the individual.

Tools to measure habit strength use these factors, and as automacity is the biggest predictor of habit strength, measuring it alone can be a simple and effective tool.

Technology, in the form of sensors or smartphone apps, will also lead to further developments in measurement.

2

The limits of behavioural economics: What brands can learn from the public sector's experience

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Colin Strong, Market Leader, Quarter 4, 2014

This article explores the value of behavioural economics, building on learnings from the public sector and looking at how brands can use this approach. View Summary

This article explores the value of behavioural economics, building on learnings from the public sector and looking at how brands can use this approach.

Behavioural economics has generated enormous interest in academia, the commercial world and in public policy - not least within the British government.

The experience of the public sector in implementing BE techniques can provide useful lessons for brands that are considering the behavioural route.

One of the challenges is choosing the level of analysis: BE usually looks at individual behaviour, but perhaps the character of networks is more important.

3

How market researchers can reach out to minority groups

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Joseph Clift, Event Reports, MRS Annual Conference, March 2014

This event report discusses how market researchers can engage with pockets of consumers who are often neglected or hard to reach. View Summary

This event report discusses how market researchers can engage with pockets of consumers who are often neglected or hard to reach. In attempting to replace its out-dated telephone system for deaf consumers, Ofcom, the UK communications regulator, partnered with Opinion Leader on a mix of qualitative and quantitative projects, which revealed some previously-anticipated findings, and identified several surprising areas where this audience was discriminated against. On its part, Southwark Council wanted to increase its knowledge about consumers from four different national backgrounds who had not been picked up the national census. Thanks to a mix of ethnography, “node-to-peer surveys” and workshops, it was able to better meet the specific needs of these groups.

This event report discusses how the in-house agency for Metro, the operator of the Los Angeles public transport system, aimed to convince the area’s famously car-loving residents to switch to the bus or train. View Summary

This event report discusses how the in-house agency for Metro, the operator of the Los Angeles public transport system, aimed to convince the area’s famously car-loving residents to switch to the bus or train. Doing so would require making these – often less convenient – options look “cool” in the eyes of consumers. A thoroughgoing rebranding effort was thus undertaken, spanning everything from the service’s name right the way through to its logo, colour scheme and timetable design. Discretionary ridership increased as a result, and Metro is now well-positioned to move into the next decade, when it will undertake a huge amount of development to all of its services.

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Brain game: Why social policy needs more than the behavioural economics bandwagon

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Mark Francas, TNS, December 2013

This article argues, with particular reference to the UK, that governments wishing to change the behaviours of their populations need to use more than behavioural economics. View Summary

This article argues, with particular reference to the UK, that governments wishing to change the behaviours of their populations need to use more than behavioural economics. People use two 'systems' of decision make: system 1 being fast subconscious decisions, and system 2 being more considered and deliberative decisions. It has been argued that most decisions are made through system 1 thinking, and so research efforts should concentrate on this. However, this move has focussed too much on behavioural economics and needs to be more balanced with other methods. This article suggests that a fuller range of interventions in an integrated approach to behaviour change would be more effective, and uses the example of encouraging people to cycle to work as an example.

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How Transport for London uses social media to keep a city moving

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Matthew Carlton, Event Reports, IPA Eff Fest, October 2013

This event report describes how Transport for London (TfL), the local government organisation, uses social media to update people on transport issues. View Summary

This event report describes how Transport for London (TfL), the local government organisation, uses social media to update people on transport issues. The organisation's use of social media has allowed it to reduce customer services costs, gain customer insights, and improve its reputation by appearing more 'human'. Social media is a useful way for the organisation to keep people updated with developments on public transport and road traffic in real time. An important part of its approach is to ensure tweets are responded to rapidly - usually within minutes - maximising the value of the service to customers. It has also been found that responding to queries via Twitter takes significantly less time than by email, letter or telephone, reducing costs for the organisation.

This event report discusses the Follow2unfollow campaign, which sought to reduce crime levels in Puerto Rico by making innovative use of Twitter to change the attitudes and habits of young consumers. View Summary

This event report discusses the Follow2unfollow campaign, which sought to reduce crime levels in Puerto Rico by making innovative use of Twitter to change the attitudes and habits of young consumers. More specifically, three inmates in the country were equipped with connected devices so they could make posts discussing the hardships of prison life. Alongside generating considerable levels of earned media coverage, the campaign was boosted by the provision of free ad inventory by several print and broadcast groups. Alongside achieving significant reach, Follow2unfollow drove the desired shift in perspective among the target audience.

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In-game Branding Effectiveness (Government & Non-profit)

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Recommended Cases, January 2013

This document highlights best practice in using in-game branding effectively in the government and non-profit sector with cases from Depaul (UK), the Metropolitan Police (UK), Urban Ministries of Du... View Summary

This document highlights best practice in using in-game branding effectively in the government and non-profit sector with cases from Depaul (UK), the Metropolitan Police (UK), Urban Ministries of Durham (USA) and Victoria Roads (Australia).

9

Product Placement Effectiveness (Government & Non-profit)

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Recommended Cases, January 2013

Discover top product placement strategies for the government and non-profit sector in this document with cases from the United States 2010 Census (USA), HK Handel Denmark (Denmark), Aids Task Force (I... View Summary

Discover top product placement strategies for the government and non-profit sector in this document with cases from the United States 2010 Census (USA), HK Handel Denmark (Denmark), Aids Task Force (Israel) and US Marine Corps (USA).

10

TV Effectiveness (Government & Non-profit)

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Recommended Cases, October 2012

Featuring case studies from Transport Accident Commission (Australia), Barnardo’s (UK), Ministry of Social Development (New Zealand) and American Legacy Foundation (USA), this is a collection of Warc'... View Summary

Featuring case studies from Transport Accident Commission (Australia), Barnardo’s (UK), Ministry of Social Development (New Zealand) and American Legacy Foundation (USA), this is a collection of Warc's best case studies on TV Effectiveness in the government and non-profit category.

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Radio Effectiveness (Government & Non-profit)

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Recommended Cases, October 2012

Featuring case studies from London Metropolitan Police (UK), Marie Curie Cancer Care (UK), Department of Transport (UK) and Skills Development Scotland (UK), this is a collection of Warc's best case s... View Summary

Featuring case studies from London Metropolitan Police (UK), Marie Curie Cancer Care (UK), Department of Transport (UK) and Skills Development Scotland (UK), this is a collection of Warc's best case studies on Radio Effectiveness in the government and non-profit category.

This document, featuring case studies from Casa Protegida Julia de Burgos (Puerto Rico), Vanarai Foundation (India), Ministry of Health (New Zealand) and NHS Smokefree (UK), is a collection of Warc's best case studies on magazine effectiveness in the government and non-profit category.

13

Gain Customers (Government)

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Recommended Cases, July 2012

This document, featuring case studies from National Depression Initiative (New Zealand), Depaul (UK), Radiotjänst (Sweden) and Lincolnshire County Libraries (UK) is a collection of Warc's best case st... View Summary

This document, featuring case studies from National Depression Initiative (New Zealand), Depaul (UK), Radiotjänst (Sweden) and Lincolnshire County Libraries (UK) is a collection of Warc's best case studies on how to gain customers in the government and public policy sector.

14

How the eurozone crisis could end - and the opportunities for business

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Andrew Curry and Matthew Lynn, The Futures Company, Future Perspectives, Future of the eurozone, February 2012

‘The Future of the Eurozone’ outlines the challenges of a single-currency economy, specifically the trade deficit between Germany and the GIPSIs – Greece, Italy, Spain, Portugal and Ireland. View Summary

‘The Future of the Eurozone’ outlines the challenges of a single-currency economy, specifically the trade deficit between Germany and the GIPSIs – Greece, Italy, Spain, Portugal and Ireland. It outlines five potential scenarios for handling the eurozone crisis: 1) the eurozone survives in its present form, 2) the creation of a ‘dual euro’, 3) some countries leave the euro, 4) all countries return to national currencies but retain the euro for trade, or 5) the euro is completely abolished. It also identifies seven trends that will shape the future of the Eurozone including: greater youth employment, increased consumer spending in Germany, faster growth in peripheral states, and Poland becoming a key financial power.

15

Tackling Mexico's obesity crisis: The role of marketing

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Ivan Castano, Warc Exclusive, January 2012

Mexico has the world's largest child obesity rate and the second-highest rate among adults. In response, in 2011 Mexico's government launched a marketing campaign to change behaviour. View Summary

Mexico has the world's largest child obesity rate and the second-highest rate among adults. In response, in 2011 Mexico's government launched a marketing campaign to change behaviour. But many questions remain about the strategy the government has followed, and more broadly the role marketing can play in tackling the obesity crisis. The campaign has been criticised for not addressing the "real" problems - that most Mexicans don't understand what to eat or what constitutes a healthy diet - and there appears to be a lack of co-ordination with earlier anti-obesity efforts. The campaigns have also suffered from a lack of transparency over effectiveness results. Suggested improvements for future strategy include empowering people with the right information, target parents so kids will learn, and use multiple channels. Other considerations include food regulation.

At the Jay Chiat Awards 2011, a second Grand Prix recognised the "Operation Christmas" campaign created by Lowe SSP3/Bogota for the Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilized (PAHD). View Summary

At the Jay Chiat Awards 2011, a second Grand Prix recognised the "Operation Christmas" campaign created by Lowe SSP3/Bogota for the Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilized (PAHD). Jose Miguel Sokoloff, chairman/chief creative officer of Lowe SSP3 expanded on the background to the campaign at the Strategy Festival. With a program that carried the tagline, "If Christmas can come to the jungle, anything is possible," the advertising helped 331 guerilla warriors – a 30 per cent year-on-year increase – to demobilise and come back to rejoin their Colombian families.

17

The Feldwick Factor: Frequency and effectiveness of TV ads

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Paul Feldwick, Admap, October 2011, pp. 54-54

A marketing manager for Dairy Products asks: "Conventional wisdom says an ad must be seen three times before it's effective is this still true (and was it ever)?" Feldwick believes that there is little real evidence that an ad needs more than one exposure before it begins to 'work' but, of course, it depends on the ad. View Summary

A marketing manager for Dairy Products asks: "Conventional wisdom says an ad must be seen three times before it's effective is this still true (and was it ever)?" Feldwick believes that there is little real evidence that an ad needs more than one exposure before it begins to 'work' but, of course, it depends on the ad. If an ad is trying to transmit a complex message, one may need to hear it two or three times. But if it works by creating salience or an emotional response, it may have the desire effect after just one viewing.

18

Road safety

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Randal Glennon, Admap, September 2011, pp. 36-38

Australia's Transport Action Commission used the 40th anniversary of seatbelts being made compulsory in the state of Victoria to target its 'Belt up' integrated campaign at those who refused to comply with the law. View Summary

Australia's Transport Action Commission used the 40th anniversary of seatbelts being made compulsory in the state of Victoria to target its 'Belt up' integrated campaign at those who refused to comply with the law. The primary audience was the 4% of non-wearers of seatbelts - a group disproportionately over-represented in road trauma statistics. One of the major passions of this group of mainly male, 30-year olds is football. A tie-in with the Australian Rules national league team Essendon became the galvanising focal point for the campaign. For the third year in a row, the death toll on Victoria's roads was down to a record low.

Social marketing is complex and sophisticated and can be very effective. For example, the public sector behavioural-change campaign Change4Life has been a huge success. View Summary

Social marketing is complex and sophisticated and can be very effective. For example, the public sector behavioural-change campaign Change4Life has been a huge success. In 2007, the Department of Health assembled a team of marketers charged with developing a social marketing strategy to combat the rise in childhood obesity. The group blended civil servants with commercial sector marketing, advertising and research experts. The planning and development took more than a year and involved ten specialist marketing and communications agencies, including media planning, advertising, direct and relationship marketing, partnership marketing, database marketing and digital communications. The scheme was launched in January 2009 and has provided some important lessons for the private sector.

20

Fit for purpose: IJMR Research Methods Forum 2010

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Judie Lannon, Warc Exclusive, November 2010

Conference report from the annual IJMR Research Methods Forum. Topics discussed at the event included the nature of trust in official statistics, the misuse of online panels and best practice for using brand communities. View Summary

Conference report from the annual IJMR Research Methods Forum. Topics discussed at the event included the nature of trust in official statistics, the misuse of online panels and best practice for using brand communities. Presenters included executives from Sky, Ipsos Mori and the UK Statistical Authority. A major theme across many presentations was the difference in research practice in the public and private sectors.

21

An education in integration

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Alan Wilson and Arvind Kapavarapu, Admap, May 2010, pp. 39-41

The Learning and Skills Council (LSC) is responsible for funding and marketing further education in the UK. View Summary

The Learning and Skills Council (LSC) is responsible for funding and marketing further education in the UK. Its task was to reverse underperformance to provide a competitive, skilled UK workforce. With a wide variety of stakeholders, the LSC needed an overarching skills campaign with common imagery and messaging. A strategic steering group brought together senior members of all the agencies and bodies involved. The resulting 'In our hands', Careers Advice Services and Skills for Life campaigns have driven more than 68,000 learner starts as a direct response to the communication. They have also led around 400,000 employers and learners directly to learning providers.

The UK Government has collectively won 29 IPA Effectiveness Awards in the last five years. This article looks at the drive for efficiency with marketing spend in Government departments. View Summary

The UK Government has collectively won 29 IPA Effectiveness Awards in the last five years. This article looks at the drive for efficiency with marketing spend in Government departments. The author considers the need to have public money spent wisely and comments on the effects of the absence of regular data, such as sales figures. Public sector campaigns are often credited for the creativity needed to provide credible measurement. When results are monetised, then often they are impossible to argue against.

Joseph Clift reports from MAP 2010, the conference organised by Warc. Topics covered included the application of behavioural economics, spoken about by both Rory Sutherland, vice-president of Ogilvy UK and Mark Lund, ceo of COI, the British government's advertising arm. View Summary

Joseph Clift reports from MAP 2010, the conference organised by Warc. Topics covered included the application of behavioural economics, spoken about by both Rory Sutherland, vice-president of Ogilvy UK and Mark Lund, ceo of COI, the British government's advertising arm. Also presented is the current status and future development of planning, the effect of emotion on advertisement effectiveness and how Coca-Cola is building customer loyalty.

24

Applications of behavioural economics: Break the old habits

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Charlie Snow, Admap, March 2010, pp. 32-33

Public service and charity advertising is using new ways to change people's behaviour. A cycling safety campaign used engaging video tests to show drivers how easily they could fail to see a cyclist. View Summary

Public service and charity advertising is using new ways to change people's behaviour. A cycling safety campaign used engaging video tests to show drivers how easily they could fail to see a cyclist. Thirteen million people have done a test and cycling fatalities in London dropped by a third in 2008. Another campaign, for Stroke Awareness, uses 'chunking' and 'flashbulb memory techniques. Shocking images of a brain on fire drive home the destructive power of a stroke. The COI uses a four point plan to identify the desired behaviour and use BE techniques to bring it about.

25

How the Obama effect is set to transform Brand America

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Steve Silver, Admap, January 2009, Issue 501, pp. 40-41

The article argues that if President Obama continues in government to use the same methods to involve people in politics that he developed in his presidential campaign, it will transform the worldwide view of America. View Summary

The article argues that if President Obama continues in government to use the same methods to involve people in politics that he developed in his presidential campaign, it will transform the worldwide view of America. The approach to engaging voters, which proved so successful, was developed in the business world. It focuses on developing relationships with consumers rather than on selling products. In the same way, Obama’s campaign was based on creating conversations, not only between those who already believed in him. The same principles can be applied to engaging the world community, especially the Arab and Muslim communities. The Bush administration failed here, because all attempts were based on one-way communication, e.g. using Arab-language TV and radio, or travelling exhibits. There was no listening. Dialogue forums could be developed on important global issues, and the administration could also monitor and engage selectively with forums sponsored by other organisations. The benefit would be not to create consensus, but to grow communities of like minded people around shared values, and understand oppositions.